It's really more than an HDMI competitor, it's a cable specification that "converges full uncompressed HD video, audio, 100BaseT Ethernet, high power over cable and various control signals through a single 100m/328ft CAT5e/6 LAN cable." That's an idea that I can really get behind. No new proprietary connectors, no expensive cables needed, consolidation of all necessary signals into one cable. The founding companies include LG Electronics, Samsung Electronics, and Sony Pictures Entertainment.